X Ads (Twitter) Data Connector User Guide

X Ads (Twitter) Data Connector User Guide

X Ads (formerly Twitter Ads) is a powerful advertising platform that allows marketers to reach their target audience on one of the world's most popular social media networks. This guide will walk you through the process of connecting your X Ads account to Power My Analytics, creating reports, and understanding key metrics and considerations.

PMA's demo report template for Twitter Ads in Looker Studio.

Prerequisites

  1. An active X account with Ad Manager access to the ad account you want to connect

Granting Access to a User in X Ads

To grant Ad Manager access to a user:
  1. Go to X Ads and open the menu under your name.
  2. Click Edit access to account.



  3. Click the Add access button.



  4. Enter the user's name and select Ad manager access.
  5. Click Save changes.

Adding X Ads as a Data Source

  1. Log in to your Power My Analytics account.
  2. Navigate to your Hub and select Sources from the menu.
  3. Click the + New Data Source button.
  4. Choose X Ads from the gallery of available data sources.
  5. Sign in to your X account when prompted to authenticate.

Creating a Looker Studio Report

Follow these steps to create a Looker Studio report using your X Ads data:
  1. After adding X Ads as a data source in the PMA hub, go to Reports > Looker Studio
  2. Select X Ads under Create Looker Studio Report (this will open the official Looker Studio application in a new window)
  3. Google Looker Studio Configuration:
    1. Step 1:
      1. Name your data source (e.g., "X Ads - Your Organization Name")
      2. Choose your Power My Analytics hub from the dropdown
      3. Optional: Leave "Use report template for new reports" checked to use the PMA demo template
      4. Click Next
    2. Step 2:
      1. User Account: Select your X Ads account (for real data) or "Sample Account" (for sample data)
      2. Click Next
    3. Step 3:
      1. Choose "Accounts" and "Currency" for your reports
      2. Optional: Allow "Accounts" modification in reports
      3. Click Connect in the top right to complete the data source configuration
    4. Step 4:
      1. Click Create Report in the top right
For a quick start, use our pre-built X Ads demo template. 

Key Reports and Fields

X Ads data in Power My Analytics offers a wide range of metrics and dimensions for your reports. Some popular metrics include:
  • Key Performance Metrics: Impressions over time, clicks, engagements, follows, spend
  • Analytics by Campaign: Impressions, spend, clicks by campaign, daily budget, total budget, custom conversions
  • Analytics by Ad Group: Impressions, spend, clicks by ad group name, objective
  • Analytics by Ad: Impressions, spend, clicks by tweet text, tweet link
  • Analytics Breakdowns: Breakdowns by language, platforms, countries, regions, gender, age
For a complete list of available X Ads fields, refer to the Schema Explorer.

Limitations and Important Considerations

  1. Backfilling: Up to 2 years of historical data, with an initial backfill of 13 months when you first connect your X Ads account.
  2. Region-level reporting: Only one country can be reported at the region level at a time.
  3. Regional maps: Regional data provided by the X Ads API are not compatible with all map types in Looker Studio. We recommend using tables to report regional data.

    The Analytics breakdown page of the Google Ads demo report template in Looker Studio, showing the table for the breakdown by country.

Unavailable Data

  1. Custom fields

Troubleshooting

See our article Basic Troubleshooting for information on issues that may affect the X Ads connector.

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